Deki Alem’s Forget in Mass Release Hits New Milestones with Global Support from Amuse’s Artist & Label Services

From BBC Radio premieres to Billboard recognition, the Swedish band’s new project marks a major step in their international rise. A European tour, some dates already sold out, is to follow this fall.

Amuse is proud to highlight the successful launch of Deki Alem’s new album Forget in Mass, a campaign powered by our Artist & Label Services team.

The enigmatic Deki Alem have long been one of Sweden's best-kept secrets, known for their unique hybrid of drum’n’bass and post-punk rap. Transitioning from underground scenes, they have during the last couple of years graced major European festivals such as Glastonbury, Roskilde, Pukkelpop and Lowlands, and have also toured as support for Gorillaz.

Long-term users of Amuse’s distribution platform, Deki Alem partnered with Amuse’s Artist & Label Services for the 2025 rollout of their anticipated debut album, allowing them to stay true to their strong vision and fiercely independent spirit while still accessing the tailored support they needed.

With a strong global focus, the partnership was designed to expand Deki Alem’s presence beyond Sweden, with Amuse’s teams in London and New York leading strategy and support with a particular emphasis on the UK.

The Forget in Mass project kicked off in April 2025 with the release of single Fun, premiered on BBC 6 Music, and its video. From there, momentum built through a summer of local creative guerrilla campaigns leading to international impact. From placing headphones offering pre-listens of upcoming singles on plywood walls in downtown Stockholm, to handing out branded CDs at a local kebab shop, fans connected with the band in unexpected, IRL manners, creating memorable digital buzz that resonated globally.

The summer also saw the singles House Fire and Mr Man drop, while Deki Alem landed two electrifying sets at Glastonbury, including the Shangri-La main stage, further cementing their reputation as one of Europe’s most exciting live acts. After an exclusive pre-listen event at Rough Trade Berlin, the independent record store was enlisted to be the global physical retail partner for Forget in Mass’ vinyl release. The vinyl will be available on October 31 in Europe, UK, and USA stores, as well as online.

The much anticipated Forget in Mass was finally released on Friday August 8, with a jammed weekend lead by the single Stray Dog, also premiered on BBC 6 Music. Followed by airplay across BBC Radio 1 and Apple Music 1, the momentum continued with a packed live set closing the final day of Sweden’s Way Out West festival, interview features in Dazed and Notion, a 9/10 review in CLASH, with further recognition on Billboard’s R&B/Hip-Hop Fresh Picks of the Week alongside artists like Kehlani, Rakim, and TA Thomas.

The album release day achieved an all-time high in daily streams, 50% above the previous peak, and secured placements on taste-making Spotify editorial playlists including New Music Friday, Pollen, Housewerk, Radar US, Creamy, Fresh Finds and more, spanning multiple international markets.

And yet, this is only the beginning. Today, the music video for Stray Dog, shot in Romania, is out. Next up, Deki Alem embarks on a fall European tour, with confirmed dates at Reeperbahn Festival in Hamburg and other German cities, as well as several dates in the UK, Netherlands, Belgium, UK, and Italy. 

Subscribe to Deki Alem’s newsletter, follow them on Instagram and Spotify, YouTube, Apple Music, Deezer and anywhere else you listen to music to stay tuned.

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About Amuse

Amuse is a digital music distribution company, supporting independent artists and teams at every stage of their career with a powerful alternative to the traditional industry model. 

Powered by streaming data, Amuse’s in-house music distribution, flexible funding and tailored Artist Services let artists and teams build and manage their careers while maintaining ownership and full creative control. Launched in 2017, Amuse is home to billion-streaming songs and hundreds of thousands of independent artists, like Yot Club, Emei, Deki Alem, The Walters and 80purppp.